Pub Date : 1900-01-01DOI: 10.15358/0344-1369-2020-4-22
M. Lichters, Susan A. Adler, M. Sarstedt
Marketing has started exploring ambient scents’ diverse effects and the psychological mechanisms through which they affect consumer behaviour. Recent research focuses on ambient scents’ perceived temperature’s impact on consumer behaviour. In this research, we first replicate prior research by showing that consumers exposed to a warm (vs. cool) ambient scent prefer premium over regular brands – also in an FMCG context. Broadening the perspective, we show that ambient scent’s effect can be generalized to general elections. Specifically, we present initial evidence that the diffusion of a warm (vs. cool) ambient scent nudges potential voters to opt for right-wing instead of moderate political parties. We conjecture that the effect of perceived scent temperature on brand preferences and voting behaviour is a symbolic way of compensating for temperature perceptions.
{"title":"Warm Ambient Scents Nudge Consumers to Favour Premium Brands and Right-Wing Parties","authors":"M. Lichters, Susan A. Adler, M. Sarstedt","doi":"10.15358/0344-1369-2020-4-22","DOIUrl":"https://doi.org/10.15358/0344-1369-2020-4-22","url":null,"abstract":"Marketing has started exploring ambient scents’ diverse effects and the psychological mechanisms through which they affect consumer behaviour. Recent research focuses on ambient scents’ perceived temperature’s impact on consumer behaviour. In this research, we first replicate prior research by showing that consumers exposed to a warm (vs. cool) ambient scent prefer premium over regular brands – also in an FMCG context. Broadening the perspective, we show that ambient scent’s effect can be generalized to general elections. Specifically, we present initial evidence that the diffusion of a warm (vs. cool) ambient scent nudges potential voters to opt for right-wing instead of moderate political parties. We conjecture that the effect of perceived scent temperature on brand preferences and voting behaviour is a symbolic way of compensating for temperature perceptions.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"51 3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123190843","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.15358/0344-1369-2023-3-38
Andrea Gröppel-Klein, Kenya-Maria Kirsch
Meat is increasingly being marketed based on credence characteristics, such as healthiness and production methods, which cannot be experienced before purchase and therefore need to be communicated. Consumer confidence in the integrity of the supply chain and the information printed on the packaging plays a critical role in the success of packaged products. This study is among the first to examine how blockchain encryption might be labeled on prepacked ecologically produced meat to increase consumers’ trust in the information and for quality assessment. It also explores whether emotive or factual references to animal welfare are more effective and whether they interact with different blockchain claims. The theoretical background includes the cue utilization theory and the heuristicsystematic model of information processing as well as insights into “scientificity appeals.”
{"title":"Design of Cues on Supply Chain Encryption through Blockchain Technology and AnimalWelfare Compliance on Meat Product Packaging","authors":"Andrea Gröppel-Klein, Kenya-Maria Kirsch","doi":"10.15358/0344-1369-2023-3-38","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-3-38","url":null,"abstract":"Meat is increasingly being marketed based on credence characteristics, such as healthiness and production methods, which cannot be experienced before purchase and therefore need to be communicated. Consumer confidence in the integrity of the supply chain and the information printed on the packaging plays a critical role in the success of packaged products. This study is among the first to examine how blockchain encryption might be labeled on prepacked ecologically produced meat to increase consumers’ trust in the information and for quality assessment. It also explores whether emotive or factual references to animal welfare are more effective and whether they interact with different blockchain claims. The theoretical background includes the cue utilization theory and the heuristicsystematic model of information processing as well as insights into “scientificity appeals.”","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126943480","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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